Afternoon Tea Living is a lifestyle brand that proposes a colorful life by incorporating seasons and trends into daily life under the message of "spice of a day". In addition, Liberty prints (*1) are prints that are highly popular among fashionable people, such as those that many top designers have incorporated into their collections and popular select shops have bespoke them. The collaboration item to be released this time is an attractive product that perfectly combines the idea of afternoon tea living and the concept of the "Orgavitz Project" in which everyone tries to contribute to the global environment "a little" through organic cotton.
*1 Liberty print is a print made by Liberty Corporation, which was founded in 1875. There are various designs such as delicate florets, Art Nouveau patterns, and intricate paisley patterns.
Liberty Print Shirt Dress
Liberty print back hair cut-off dress
■What is the "Ogavitz Project" developed by Toyoshima & Co., Ltd.?
The organic cotton promotion project in which the largest number of apparel brands in the Japan participate. With the "reverse idea" of delivering 10% products to 100 times more people without sticking to 100% organic cotton, 65 brands are currently participating and producing more than 1 million items a year. The activities have expanded to support farmers and NPOs in the country of origin, and the circle is expanding as a social contribution activity that allows people to participate in fashionable clothes through a single piece of clothing.
The Augavitz Project won the 2013 Good Design Award.
ABOUT 15% OF THE INSECTICIDES AND 7% OF THE PESTICIDES USED AROUND THE WORLD ARE USED IN COTTON PRODUCED BY CONVENTIONAL CULTIVATION METHODS (*SOURCE: TEXTILE EXCHANGE), AND CONTAIN VARIOUS PROBLEMS SUCH AS SOIL CONTAMINATION AND ENVIRONMENTAL PROBLEMS. Organic cotton, on the other hand, refers to organically grown cotton on farmland that has not used any pesticides or chemical fertilizers for more than three years. The growing demand for organic cotton is expected to reduce the use of conventional cotton cultivation methods and to correct the above problems.
■Product Overview
Product Name: Liberty Print Cleric Shirt
Color: Purple/Green/Blue
Size :M
Price (excluding tax): 5,900 yen
Expected release date: Mid-February
Product Name: Liberty Print Regular Shirt
Color: Purple/Green/Blue
Size :M
Price (excluding tax): 7,900 yen
Expected release date: Mid-February
Product Name: Liberty Print Shirt One Piece
Color: Purple/Green/Blue
Size :M
Price (excluding tax): 13,800 yen
Expected release date: Mid-February
Product name: Liberty Print back hair clipping dress
Color: Purple/Green/Blue
Size :M
Price (excluding tax): 9,800 yen
Expected release date: Mid-February
Product name: Liberty Print Switching Cardigan
Color: Purple/Green/Blue
Size :M
Price (excluding tax): 6,900 yen
Expected release date: Mid-February
Product name: Liberty Print Switching Pullover Knit
Color: Purple/Green/Blue
Size :M
Price (excluding tax): 6,900 yen
Expected release date: Mid-February
The feeling of actively enjoying each day and a little production. For example, you can decorate your room with small flowers or convey your feelings to your loved ones as gifts, and when these are layered, you can create your own story. Afternoon Tea LIVING proposes a stimulating and comfortable lifestyle that incorporates seasons and trends into everyday life and creates a colorful life.
LIBERTY:
Liberty is unique and at the cutting edge of fashion. Always innovative, seeking the best designers and joining forces with them. Liberty values originality and welcomes the creative spirit. Arthur Liberty's philosophy is still alive and well, and I would like to continue to appeal to people's five senses and satisfy them while engaging in creativity (= imagination).
LIBERTY PRINT HISTORY:
The original print created by Liberty is Liberty Print. The story of Liberty Print begins with an encounter between Liberty and Japan arts and crafts at the London World's Fair in 1862. Fascinated by its extraordinary beauty, he opened a small shop (later Liberty & Co.) in London in 1875 showcasing oriental arts and crafts and fabrics. The delicate silk fabrics and hand-dyed chintz they handled there quickly gained a reputation among aestheticist artists, and in the 1880s, they began printing high-quality cotton prints that combined their delicate beauty with durability. Thus was born the Liberty print that made the name of the Liberty style immovable. Later, in the 1920s, Tanaroun, a high-quality cotton material with a silky luster and touch, rich drapability and lightness, was developed, and the current style was established. An original liberty print with motifs such as nature such as flowers, birds, plants, paisley, and Art Nouveau, with rich colors and delicate and fluid lines. Liberty Print, which loves tradition and constantly challenges new techniques and styles, continues to enrich lives and inspire people around the world even after 137 years.
【Orgavitz Official Website】http://orgabits.com/
【Orgavitz Facebook Page】https://www.facebook.com/orgabits
